Propelling the Chipotle brand forward

Today’s TeamLAKESHORE LEAGUE PR

Madison Bond Lynsey Winters Ashlyn Pierce Alexia Guzman

Briana McNulty

STEP BY STEP ORDER

Introduction The Ask Our Approach Research The Target

Goal, objectives, and strategies

Plan Execution Analysis of Success Factors

Previous Clients and Projects ★ Social media campaign titled #icomefrom★ Campaign honored the company’s origins in Florida★ customers shared pictures on social media showcasing their

origins, went viral

★ Partnership with Vine stars the Dolan Twins★ Launched miniseries tutorials on how to make easy, fun meal

using Whole Foods products★ Increased social media engagement among Millennials

★ Increased social media chatter by 15% following the premiere of “What Is Under My Skin”

★ Lead up to event honoring burn victims and their stories★ “What truly matters lies underneath the surface”

Brand Reputation -alleviate the public’s perception of Chipotle following the recent outbreaks

-regain consumer trust

Customer Abandonment -win back lost customer base

-understand wants/needs of these customers

-change brand reputation among target

90 Days -90 day communication plan

-social and digital strategy

-visual content driven

-event with national reach but local impact

Health & Safety-generate positive media headlines with a focus on health and safety

-demonstrate Chipotle’s developed health guidelines

WHAT YOU TOLD US

➔ Reputation recovery◆ Speak to older Millennials that

have lost trust. ➔ Health & Safety

◆ Prove Chipotle is fresh ➔ National event

◆ Hold a nation wide event with local influence.

➔ 90 day communication plan ◆ Develop a campaign infused with

visual content ◆ Engage audience via social

WHAT WE HEARD

Host: Lakeshore League PR Date: 08/16-10/16

Items ordered:

(1) Reputation recovery

(1) Health & Safety

(1) National event (1) 90 day communication plan

Budget Total $2 million

THE FRESH FOOD TREND

79% of Millennials have visited a fast casual restaurant in the

prior month

53%of consumers are working on eating a well-balanced diet, especially

at restaurants

61%of Millennials say they are trying to eat healthier

Millennials and Fresh Food ➔ From 2003-2013, the consumption of fresh foods grew by 20% to over

100 billion eatings ➔ Millennials as the generation to spearhead this trend➔ When it comes to food service, Millennials prefer fresh ingredients and

freshly prepared items ➔ Menu items that are made to go and can be customized prove most

appealing ➔ Triple threat: fresh, simple, & healthy

...with a side of competitionwhat we’re up against

Fast food chains are joining the trend and adding to the menu in order to meet

millennials’ demands

“Food as it should be” “See what’s fresh at a Wendy’s near you”

Now offers fruit smoothies and “fresh” salads

Overarching

Alarm goes off at 6:45. I shower, brush my teeth, put on my suit, and I’m out the door by 7:30. I manage to beat the morning traffic and I’m unusually early for work. The day is filled with back to back client meetings and I don’t even notice it’s lunch time until the office is too quiet. I walk down the street past Chipotle. My mouth waters thinking about my regular burrito bowl with brown rice, sofritas, mild salsa, corn, lettuce, guac, holding the sour cream and cheese. I don’t know if I can trust Chipotle again. So instead I settle for a flavorless soup and salad combo to go and head back to the office. The rest of my day is productive and I meet up with my friends for our softball game and end the day at our local hangout.

Opportunity

INTRODUCING...

“Hold The Sour Cream” Sam

Sam is successful in the workplace,

but when it comes to lunch breaks

he’s stuck between a rock and a

hard place. The grilled chicken at

Subway just doesn't cut it, and he

doesn’t have time for gourmet. He’s

trying not to let stress eating get

the best of him. He wants to go

back to Chipotle, but isn’t too sure

how fresh they really are. This is

the guy ordering a meal with no

tortilla, brown rice, and a diet

coke. Don’t forget to hold the sour

cream!

SAM I AM

ATTRIBUTES★ Adult male in his late 20s who is outgoing

and active.★ Works in an entry-level position while paying

off student loans, so he doesn’t have that much disposable income

★ Body conscious, but also enjoys a good meal★ Always on the go, and likes to be time

efficient in everything he does

Activities

WHERE SAM ENGAGES

Unlocking Sam’s Sphere of Influence

“I may appear to be fit, but that’s because I’m trying really hard on my appearance. My colleagues know

that I monitor my health, but still enjoy a good meal, so they always come to me for the good food spots. It’s been

pretty tough without my old reliable”

friends

family

co-workers

fit celebrities

bosses

neighbors

The Comeback

GOALS

gain back consumer

trust

Increase consumer

engagement and retention

increase, solidify

reputation of being freshfast

healthy

OBJECTIVES

Increase positive media attention by 20%

Increase social media presence by 15%

Use main event to reestablish trust with consumer while gaining positive media attention from news outlets

Establish a strong social media presence to engage with target consumers

Generate positive buzz using influencer and their public outreach

STRATEGIES

1stSocialMedia Tactic

#OdetoBurrito

❏ Influencers will kick off social media campaign by sharing a mock letter to their Chipotle order

❏ Entice customers to join the movement and write/share their own orders and what they miss about Chipotle

#OdetoBurritoBowl

AN ODE TO

burrito bowl brown rice hold the beans add chicken, mild

salsa, corn, extra cheese, but hold the sour cream please

I just simply miss you. I miss the way you melted in my

mouth. You were always there for me, until that fateful

day. Now I just am too afraid to go back, to trust you

again. I miss your spicey kick. I want to be able to eat you

again and to know that it’s safe for me to consume your

deliciousness. Please get well soon and prove to me that you

are in fact the safe, fresh, healthy go to I can always count

on.

INFLUENCERS

Elliot TebeleWill kick off #OdetoBurrito

8.8M Instagram followers

Witty humorEasygoing Engaged social following

JI

MMY

TATRO

-Youtube personality-2.4M subscribers-Grown Ups 2 & 22 Jump Street -442 K Twitter followers

The Ultimate Goal

Jimmy Fallon->#OdetoBurrito featured on the Tonight Show->Shed light on the lighthearted, humorouspersonality and tone of the campaign

2nd SocialMedia Tactic

#FreshComeback ...coming (back) October 22nd

#FreshComeback will surface leading up to the revelation of the main event

Chipotle social media accounts will generate buzz by utilizing the hashtag with hints as to what #FreshComeback entails

People can share #FreshComeback hashtag mentioning the fresh Chipotle ingredients and food options they love for a chance to win free Chipotle

The Main

Attraction

Fresh Chipotle on the Block

OCTOBER22nd

BLOCK PARTY EVENT Join us and your closest friends for our one day nationwide event!

Chipotle will shut down the block in your neighborhood for a day and cater free food and drink during the block party.

People can use the hashtag to say what type of events they want to see at the block party. The hashtag can also be used on the day of the event for people to send in pictures at their event and a lucky winner would be selected to win free Chipotle.

GENERATE BUZZ ABOUT THE EVENT

➔ Release an invitation by mail and online➔ Place invitation as advertisements on billboards, public

transportation, and social media ➔ #FreshComeback will be used to promote the nationwide

block party event via social media platforms ➔ Use media influencers to tweet their personalized invitations

to the event

11:30 AM Gates open

12:00 PM Margarita bar opens

1:00 PM Lunch -Burrito eating contest -Learn to make your own guacamole

1:30 PM Block Party activities ensue

2:00 PM Local cover band performs, does own #OdetoBurrito skit

2:30 PM Lunch ends; Margarita bar closes

3:00 PM Block party comes to an end

Chipotle Presents…..Fresh Chipotle on the Block

October 22nd 2016

Custom snapchat geofilter will be sponsored by Chipotle

Snapchat news story of Fresh Chipotle on the Block will feature a live feed of the local block parties around the nation

ON THE BLOCK

fresh

MEDIA RELATIONS

★ Trend tweet #FreshComback the day of the event ★ Get influencers to engage with the hashtag and attend their local Chipotle

event. ★ Pitch to local news stations to get them to attend Fresh Chipotle on the

Block and report a news segment describing the event’s success

Social Media/ Media Relations Overview

❏ #OdetoBurrito gets people talking❏ Have influencers say their #OdetoBurrito❏ #FreshComeback comes out with the block party invitation❏ Tweet #FreshComeback with all the reasons why you love

chipotle for a chance to win free chipotle for a year❏ Block party; media influencers, news stations, interactive tweets,

Snapchat live story

Launch#OdetoBurrito

1st media influencer

2nd media influencer

JimmyFallon

daily social media post

#FreshComebackContest kickoff

Mail invites toevent

daily social media post

MAIN EVENT

Contest winner announced

Aftermath analysis

daily social media post

SUCCESS FACTORS ➔ Monitor mentions via social media platforms

○ How much are users engaging with Chipotle? ○ How often are they engaging? ○ How many times was the #FreshComeback

used? ○ Were influencer outreaches effective?

➔ Measure success rate of positive media headlines ➔ Analyze consumer engagement and retention

Thank You